Growth Manager

Job Description Growth Manager Company:

About the Role: upGrad is launching a micro-learning edutainment app for Hindi-speaking professionals. This platform is designed as a progress-led ecosystem rather than a traditional course marketplace. As the Growth Manager, you will be responsible for building the entire acquisition engine from scratch from attribution and campaign architecture to agency management and experimentation frameworks.

What You'll Own

End-to-end full-funnel user acquisition ownership

Hands-on campaign execution across Meta Ads, Google App Campaigns, DV360, and OEM channels

Attribution infrastructure setup including AppsFlyer/Branch configuration, event taxonomy, deep-link validation, and fraud detection

Performance agency management including onboarding, briefing, weekly reviews, and creative handoffs

Experimentation framework covering creative A/B tests, audience segmentation, pricing tests, and trial duration experiments

Unit economics tracking including CPI, CPR, CPFT, CPS, CAC/LTV modeling, and cohort-level retention analysis by source

You'd Be a Good Fit If

35 years of experience in app marketing at a consumer content startup (OTT, edutainment, micro-drama, audio, or D2C subscription)

Proven hands-on experience running campaigns directly, not just managing agencies

Strong working knowledge of Meta Ads Manager, Google UAC, and DV360

Hands-on experience with AppsFlyer or Branch including event setup, postbacks, and fraud monitoring

Ability to analyze and articulate why creatives work hooks, CTAs, hold rate, and engagement drivers Strong Plus

Experience targeting Hindi-speaking and Tier 2/Tier 3 markets

Experience launching products from 0-to-1 rather than only optimizing at scale

Use of AI/LLMs in marketing workflows and experimentation

What This Isn't

Not a pure agency coordination role

Not a brand marketing position

This role is performance-driven and measured daily on outcomes